An integrated marketing communications campaign for Chicken Pork Adobo

• Main Author: Clemente, Raissa Nhelyn L.
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Communication in marketing; Advertising campaigns; Multichannel communication
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4855
• Institution: De La Salle University

YouTube is by far the most widespread platform for online video consumption. With 400 hours of videos uploaded every minute being watched by a billion users every day, it has ranked third as the most visited Internet site in the world (Alexa.com). Because of YouTubes success, entities called Multi-Channel Networks (MCNs) capitalized on YouTubes large user base and aggregated content from multiple YouTube channels. They offer assistance in various areas of channel development, audience growth, monetization, etc., for a percentage of YouTube revenues. Large broadcast networks soon took notice, and started to acquire these MCNs as their own way of reaching a younger audience and future-proofing their businesses. Locally, ABS-CBN, the countrys biggest broadcasting network, took the same strategic steps in securing its spot in the digital landscape and established its own MCN called Chicken Pork Adobo (CPA). CPA, despite being a fresh concept in the Philippine industry, is a venture into a market that has been previously penetrated by international competitors. However, CPA can still leverage on its strengths to harness talented Filipino content creators but to be able to do this, CPA needs to truly understand the creators motivations and identify the purpose that it will serve. After a year in operations, CPA has 280 signed channels and is continually growing. However, the MCN needs to have more active and passionate creators who are committed to pursue online video content creation and will create content consistently. It is imperative for CPA to clearly communicate its value proposition and establish its branding as a Filipino MCN.